In 2010, less than 10% of Americans with bank accounts made weekly mobile transactions, but two in five visited a physical branch every week. Just four years later, the tides shifted.
In 2014, less than 30% of American bank-account holders were making weekly visits to a branch, but more than a quarter banked through mobile platforms. And, we know the trends are only ever-increasing toward mobile in the last two years.
|Led by millennials
Led by a millennial generation that's comfortable doing just about anything via mobile, financial players were forced to adapt to changing times and consumer preferences. In large, this has motivated companies to create mobile apps and experiences that users find valuable and trustworthy, even in industries that have traditionally been slower to evolve.
Like its broader financial services umbrella, the insurance industry has recently started to embrace the growth of mobile. As mobile is rapidly becoming a larger part of consumers' daily lives, insurance providers must create smart mobile strategies that ensure confidence and provide clear, real-time benefits for users.
|Top-notch user experience
Perhaps most important, as more consumers turn to mobile and wearable technologies to handle their insurance needs, providers must develop a top-notch user experience. Mobile payment apps such as Venmo or apps from big banks such as Chase make it effortless for users to manage their finances on the go. They have been able to replicate the efficiency of walking into a branch into a seamless mobile user experience.
In the same way, insurance companies must implement a mobile experience comparable to buying a new policy in person. Providers should focus on creating a user experience that exceeds user expectations and meets their needs at every stage of the user journey.
On the following pages, four things that insurers should consider when creating a mobile app.
(Photo: iStock)
|1. Make it seamless
When it comes to mobile, the faster and more seamless the process the better. Popular mobile apps like Facebook and Instagram are known for their speed, efficiency and intuitiveness. Users are exposed to so many apps and largely expect all of them — including those for insurance — to have the same level of function and interaction.
Getting an insurance quote should be as fast and easy as possible. Insurance providers must develop an interface that is easy to follow and requires the least amount of work from users. Something as simple as not having to enter information twice, reducing the amount a user has to type by pre-populating knowable information like the state you're in and straightforward calls to action can make buying an insurance policy on mobile a more enjoyable experience, and echo the ease of popular mobile experiences.
(Photo: Thinkstock)
|2. Earn your mobile real estate
To build long-term loyalty, insurance providers need to provide added value through the mobile experience they offer. When policyholders download an insurance app for a few days to complete small tasks then delete it from their phones, it does little to sustain an engaged relationship.
To earn and keep mobile real estate, insurance providers must weave in added value throughout the mobile experience. For instance, a home insurance app can push useful content about homeownership and upkeep to maintain consistent interest. This could be anything from reminders on when to change your water heater filter to tips on how to winterize your house.
This kind of content creates constant value beyond a user's basic policy, increases the likelihood that users will keep an insurance app on their phones, and drives more interactions between providers and policyholders.
(Photo: Shutterstock)
|3. Be clear to build trust
Buying insurance on mobile is not something that all consumers may be comfortable with. Users may be hesitant to provide sensitive personal information digitally, but this is a necessary part of providing an accurate insurance rate or policy. To overcome this issue, insurance providers must be transparent and build trust within their user experience.
Every step of the way, insurance companies need to be upfront about why they're requesting personal data. To do so, providers must think through the task flow of their mobile apps and identify potential points of hesitancy. For example, users in search of a policy may not want to hand over their social security numbers or credit card information on mobile. At these crucial steps, companies can generate content to reinforce the message of privacy and eliminate fear by explicitly stating what the information will be used for and where it will be stored.
Additionally, insurance companies can dissuade privacy concerns by explaining the clear value of cooperation. After explaining that the exchange of data is secure, a provider can detail how giving a certain piece of information will "enable us to find ways to save you money." Cost-cutting is typically an effective motivator.
(Photo: Thinkstock)
|4. Create an experience worth recommending
Finally, insurance providers need to be aware of the peer nature of mobile apps. Social networks have viral tendencies, as users often recommend platforms to friends and family. When joining this channel, insurance companies should strive to create a mobile experience worth sharing and enforce credibility from a networking perspective.
If a consumer moves to a new town and is in the market for car insurance, he is more likely to use an agency suggested by a local friend. The natural tendency to share and recommend is something insurance firms can capitalize on by building functions into their mobile strategy, turning their loyal customers into amplifications of their message.
For today's insurance provider, a great user experience on mobile and wearable technologies can help win new business and provide more value for existing clients. While regulated industries like finance and insurance may have challenges to overcome, it's no less important for them to develop mobile apps that provide an easy-to-use mobile experience with ample value.
Stephanie Lynn Trunzo is chief digital officer and chief operating officer at Raliegh, North Carolina-based mobile development firm PointSource. Contact her via LinkedIn or Twitter.
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